Consumer Decisions under Calorie Estimation: Review, Application and Prospects
Abstract
Calorie estimation has a significant impact on consumer decisions regarding food choices. This paper provides a systematic review of research findings on calorie estimation in marketing, categorizes calorie estimation modes into magnitude-numeric mode and health-heuristic mode. It further distinguishes between two dimensions of cognitive and behavioural intentions to illustrate psychological mechanisms. In practice, it describes existing marketing strategies in the context of influencing factors. The main contributions are: Firstly, this paper expands the application of the theory in marketing by emphasizing the importance of self-monitoring and advocating healthy and sustainable marketing. Secondly, this paper provides feasible directions for future research, to explore effective methods for the integrated assessment of different calorie estimation modes, and to explore consumption behaviors between indulgent and abstinent consumers.
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DOI: http://dx.doi.org/10.18686/fm.v7i3.4899
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